It’s almost as though we get adjusted to some popular ideas and just continue doing them without really questioning whether or not they are effective.
One of those outdated patterns I have noticed is how private practice owners use business cards. Most of the time, private practice owners use the back of their business cards to create a section to write down appointment information for their clients. I don’t know if it’s just because the templates are set up that way or it’s just the way we have always seen it done…but, let's think about that for a minute.
Even for the few clients that actually will place that business card on their refrigerator or dresser to remind themselves of your appointment…let’s ask ourselves is it really worth it. Printed cards given to same existing clients week after week, just seems like an expensive and not so eco-friendly way to go. Just think how many business cards one client could rack up if you go that route.
I am not saying we don’t need to remind clients of appointments, I actually think confirmations are important. But maybe we can find a better confirmation method and let those business cards work for you in a different way.
Most practice management systems offer a text/ email feature that will allow you to remind clients of the next day’s appointments. You could even establish a pattern of texting your clients individually or leaving voicemails for your clients the day before to confirm appointments.
As for those business cards, consider the approach that I teach students in the Practice Pros Mentorship Program. We call it the Double Duty Business Card. Instead of using the back of the card for appointment reminders…let’s get the back of the card involved in gaining visibility for your marketing message.
Just imagine that your card gets found laying in the nail salon or on the community board at Panera Bread….what would you want that potential client to know about you and your practice? I know you want them to know more than the fact that you schedule appointments!
Here are three ideas on how you can maximize the mileage on that business card:
1. BRANDING--You can use the space to highlight your logo or your brand colors.
2. TAG-LINE--You can showcase your tagline if it is particularly useful for helping clients as they work with you. For example "Mindfulness Solutions for Modern Life"
3. PULL QUESTIONS--Use this space to ask a key question that will get potential clients and referral services more interested in what you offer. For example "Are you tired of dealing with your disrespectful teen?”
Got any cool ideas for how you will use the back of your business card and make it “double duty”? Post a pic of your card if you already have one or share an idea on what you would like to try.